When collaborating with influencers, it's crucial for brands to clarify the terms surrounding content usage rights. Content usage rights dictate how the brand can use the influencer’s content beyond the original post, such as for digital ads, or in other marketing materials.
When creating a campaign, you can define your default content usage rights. You can also customise your content usage rights per profile when inviting creators to your campaign.
(1) Define the scope of usage
First, select exactly where and how the creators content will be used:
Organic social media: You can share the content on it's social media accounts. Once posted, the brand is not required to remove it.
Online paid media: You can use the content in paid ads on social platforms. If required, the creator will provide access for formats like Instagram Branded Content ads or TikTok Spark Ads.
Online owned media: You can use the content in online owned media, Including but not limited to website, email marketing, and brand collaterals.
Broadcast and print media: You can use the content in traditional media, including TV, magazines, newspapers, and out-of-home ads like billboards.
👋 Note: If you choose online paid media, you'll have the option to set a frequency cap. This determines how often a user may see the content/ad within a certain time period. We recommend no more than 2 times per 7 days.
(2) Set the duration
For most collaborations, we recommend no more than 4 weeks content usage rights – this should be a more than sufficient time period to utilise the content. After this, we suggest refreshing your marketing campaigns with newer content to keep your messaging relevant and engaging.
(3) Optional: Set the frequency cap
If you select online paid media, you'll have the option to set a frequency cap. A frequency cap sets a a limit on how many times an individual user can see a specific ad within a given time frame. It helps prevent overexposure, which can annoy users and waste ad spend.
For example, a frequency cap of 2 impressions per 7 days means that each user will see the ad no more than twice in a week.
By setting a frequency cap, advertisers can:
Optimise Ad Spend: Focus on reaching more unique users rather than repeatedly showing the same ad to the same people.
Enhance User Experience: Avoid overwhelming users with too many ad impressions.
Improve Campaign Performance: Maintain user interest and prevent ad fatigue, which can lower engagement rates.
When creators accept your booking request, they also accept the content usage rights you've selected for your brief. All briefs on inzpire me are the equivalent of a binding agreement.
👋 Note: Creators typically charge higher fee if asked for extensive content usage rights. In the Content Library, you'll be able to view what content usage rights you have for each deliverable by clicking on the media thumbnail, then opening the Usage Rights tab.
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